BHO1171 Marketing Plan: Analyzing Target Market and Strategy

This report presents a comprehensive marketing plan, focusing on the Scrubba wash bag as a case study. It begins with an introduction to marketing concepts, followed by an in-depth analysis of the target market segment, including campers, hikers, and business travelers, and details consume...Read More

Running head: INTODUCTION TO MARKETING
Introduction to marketing

INTODUCTION TO MARKETING 1
Contents
Part 3A.................................................................................................................................................2
Target market segment..................................................................................................................2
Consumer characteristics..........................................................................................................2
Segmentation..............................................................................................................................3
Primary target market segment.....................................................................................................3
Part 3B.................................................................................................................................................4
Marketing objectives.......................................................................................................................4
Cost effective marketing.............................................................................................................4
Consumer awareness................................................................................................................4
Introducing products benefits....................................................................................................4
Consumer satisfaction................................................................................................................4
Marketing mix tactics......................................................................................................................5
Product.........................................................................................................................................5
Price..............................................................................................................................................5
Place.............................................................................................................................................5
Promotion.....................................................................................................................................5
Conclusion.......................................................................................................................................6
Bibliography...........................................................................................................................................7

INTODUCTION TO MARKETING 2
Part 3A
Target market segment
Scrubba wash bag is world’s smallest pocket size washing machine which can be
carried easily anywhere while travelling. Segment which this brand targets includes
campers, hikers and business travellers as this segment travel on regular basis and
who prefer less heavy bag packs. This product makes easy travelling, where one
can experience effective cleaning which not only saves time but also leads to saving
of water while doing laundry at the time of travelling. As the worth of where this
brand stands, customer segment is not fixed as it could be usable for those who
want to have quick easy wash at home too and also which could be used anytime
and anywhere (Aghdaie & Alimardani, 2015).
Consumer characteristics
As a consumer, founder of Scrubba wash bag once faced a situation at the time
when he was going for a trip to Mt Kilimanjaro. While planning for the trip, he realised
that because of cold weather and camping equipment he has to carry very few
clothes only. This situation made him realise that he should have such a possible
product which could be useful while traveling for many days with light luggage and
which will create possibility to wash clothes and wear it again. This product is for
those users who tend to travel a lot and assists in acquiring best mode to clean
clothes that too while traveling.
Travellers
This category includes all those who prefer travelling a lot rather than living at one
single place. These people are mostly youth but also consists certain people who
travel for work purposes. It includes people of age from 23 to 30 years (Kenny,
2019).
Business travellers
Any traveller, who makes journey for the purpose of business or an official work
which may last for a day to weeks. It includes people of age from 22-37 years
(Skinner, 2017).

INTODUCTION TO MARKETING 3
Camper
Camper is that segment of people who prefer outdoor recreation activities in wildlife
areas. It includes people of age from 14-17 or 17+.
Hikers
These are those groups of people who prefer traveling, which include walking along
a natural environment as an outdoor activity called hiking. It includes people between
the ages of 25-34 (Sæþórsdóttir et al., 2017).
Segmentation
Segmentation is the market research process which divided consumers on the basis
of characteristics (age, behaviour, personality traits and behaviour). These segments
are then targeted by the means of promotional tools and the product (Dibb & Simkin,
2016).
Demographic segmentation
According to demographic perspective, Scrubba was bag mostly aims at people
between the ages of 18-35 travellers belonging to moderate income group.
Geographical segmentation
Geographically, this brand targets travellers, hikers, campers of almost every part of
world as there is no specific area target.
Behavioural segmentation
Market is also segmented on the basis of behaviour customer possess towards
usage of products. Mostly people prefer to purchase this product while traveling to
minimise cost bearing. Also, those who frequently travel and prefer less hotel stay
tend to purchase more of such necessity products.
Primary target market segment
As a primary target, Scrubba wash bag aims at campers and hikers. This is chosen
as a priority target segment as campers are the one who travel often in wildlife
without having proper accommodation facilities where this wash bag is quite helpful
for them. While, Hikers are the one who travels (walks) towards different destinations
where they often cannot carry heavy back packs and have to travel with equipment
too. This creates demand for such products which could ease traveling.

INTODUCTION TO MARKETING 4
Part 3B
Marketing objectives
These are the goals and aims briefing what a business wants to acquire out of its
marketing activities. It specifically aims at those details which are needed to be
achieved and also it includes those points where work could be measurable. Also
these objectives states realistic possible factors which could be attained and has a
significant motivational impact which is time bounded (Rossiter et al., 2018).
Cost effective marketing
It as a major objective aims at conserving capital and adopting those promotional
plans which is highly profitable and attracts significant number of customers. Plan
should be formulated by taking advantage of low cost marketing technique as
Scrubba is a newly formed brand and have to sustain itself in this huge market.
Consumer awareness
Another objective aims at building awareness of its new product which has to be
brought to the attention of its potential customers. If it accomplishes at spreading
awareness, it will create curiosity of learning more about products uses and
advantages among its potential customers. It helps customers in finding about the
available product where brand’s motive is to gain consumers trust as well as to
maintain loyalty factor (Honka et al., 2017).
Introducing products benefits
Benefits are needed to be communicated to its targeted consumers to solve
consumer’s problem as well as it also aims at fulfilling needs of them. Whereas,
Scrubba wash bag being a new innovative product for travellers should aim at
conveying benefits of using product which will develop product utility for them.
Consumer satisfaction
It is important to satisfy consumers as it leads to further advertisement of product
called word of mouth. Scrubba wash bag is basically a newly introduced product of
market which requires low cost marketing tools where customer referrals and loyalty
play important part. Analysing consumer satisfaction is also important as it identifies
number of people who have a bad experience about product and also helps in
gaining feedback regarding the product (Hill & Brierley, 2017).

INTODUCTION TO MARKETING 5
Marketing mix tactics
It comprises of those essential marketing factors which are combined together and
also controlled certain times to make sure that there is attainment of desired
responses from the target segments. It contains important marketing techniques
which generates and influence demand of the product (Fill & Turnbull, 2016).
Product
Scrubba washing bag is a portable washing machine, which makes travelling easy
and convenient. It is a pocket sized appliance which makes travel lighter and is also
time as well as water saving. It weighs less than 142 grams which has also replaced
old fashioned washing styles. It is more effective than old washing styles and is more
hygienic too. It contains a transparent window where easily one could monitor
washing and water levels with an air release value. It also has its 6 easy to use
instructions printed outside the bag (Anon., 2019).
Price
Scrubba wash bag comes under two categories where Scrubba wash bag is of 55$
USD and Scrubba tactical wash bag which is of 57$ USD. Whereas, in comparison
to its amazon retail pricing which is 50$ USD it is founded to be at much cheaper
rate. Prices offered are quite reasonable and of worth due to its raw materials and
available functioning of the product (Anon., 2019).
Place
Scrubba wash bag is made available to its potential consumers either by local
authorised retailers or distributers. Often its products are sold at e-retailing platforms
where it is available for delivery globally. Whereas, Calibre8 prefers to sells this
product via Amazon in Europe (Scrubba Europe) and its other retail stores are in
countries like China, Japan, US, Malaysia and many more (Armstrong et al., 2018).
Promotion
This product utilises its promotional tools by highly relying on social media platforms
or through consumer referrals (word of mouth). It also uses other promotional sales
technique like offering free sample bottle of Scrubba laundry detergent to its first time
purchasers. It has also initiated scholarship programs where firstly, participating
students need to purchase it for the selection.

INTODUCTION TO MARKETING 6
Conclusion
Scrubba wash bag is a product which aims at making traveling easy due to its pocket
size light weight feature and also because it is convenient to take along while
traveling. It makes traveling easy by being that significant source which resolves the
most bothered and questionable factor while traveling. This product being innovative
and new to market aims at attracting those segments that travel quite often with
great durability. With its marketing concern to spread the product globally, this
product aims at delivering its benefits globally specifically towards its target segment.
In order to increase the market capture, feedbacks could be used to achieve stated
objectives of the brand to develop and maintain brand awareness at large and also
to make consumer referrals more in a positive way. With its suitable marketing
objectives, it could achieve greater heights and could sustain actual worth of this
product. Its targeted segment includes those who travel and don’t wish to carry a
heavy back pack while traveling which comprises of business travellers, campers
and hikers. Just a concentration is required towards its. With its specified marketing
objectives, it would be helpful in measuring and analysing progress as it develops
benchmarks which are to be considered for an effective production. These are the
future oriented goals which help monitoring further actions and could also help in
preserving future consequences.

INTODUCTION TO MARKETING 7
Bibliography
Aghdaie, H. & Alimardani, , 2015. Target market selection based on market segment
evaluation: a multiple attribute decision making approach. International Journal of
Operational Research, 24(3), pp.262-78.
Anon., 2019. Scrubba. [Online] Available at:
https://thescrubba.com/products/scrubba-wash-bag [Accessed 2019].
Anon., 2019. Scrubba wash bag MINI: An unbelievably small washing machine.
[Online] Available at: https://www.kickstarter.com/projects/calibre8/scrubba-wash-
bag-mini-an-unbelievably-small-washin [Accessed 2019].
Armstrong, , Kotler, , Harker, & Brennan, , 2018. Marketing: an introduction. UK:
Pearson.
Dibb, S. & Simkin, , 2016. Market segmentation and segment strategy. Marketing
theory: A student text, pp.251-79.
Fill, C. & Turnbull, , 2016. Marketing communications: brands, experiences and
participation. London: Pearson.
Hill, N. & Brierley, , 2017. How to measure customer satisfaction. Abingdon-on-
Thames: Routledge.
Honka, E., Hortaçsu, & Vitorino, , 2017. Advertising, consumer awareness, and
choice: Evidence from the us banking industry. The RAND Journal of Economics,
48(3), pp.611-46.
Kenny, M., 2019. The routes of resistance: Travellers and second-level schooling.
Abingdon-on-Thames: Routledge.
Rossiter, , Percy, & Bergkvist, , 2018. Marketing communications: Objectives,
strategy, tactics. New York: Sage.
Sæþórsdóttir, , Hall, & Stefánsson, , 2017. Comparisons between hikers and non-
hikers in Iceland: Attitudes, behaviours and perceptions. The Routledge International
Handbook of Walking, pp.127-36.

INTODUCTION TO MARKETING 8
Skinner, H., 2017. Business tourists’ perceptions of nation brands and capital city
brands: a comparison between Dublin/Republic of Ireland, and Cardiff/Wales.
Journal of Marketing Management, 33(9-10), pp.817-34.